There Oughta Be A Law . . .

. . . against billboards that speak:

Last week, at the corner of Prince and Mulberry Streets in NoLIta, a scene was playing out that would have gladdened the heart of any advertising buyer. Pedestrians were turning and gawking at a six-story tenement emblazoned with a giant billboard for “Paranormal State,” a new television series about ghosts on A & E.

But passers-by were not reacting to the billboard. Each of them was hearing an urgent, disembodied female voice whispering suggestive messages. “What’s that?” the voice hissed. “Who’s there? It’s not your imagination.”

The voices, which belong to A & E employees, were emanating from two large black speakers above the billboard, which contained a technology called directional audio. The speakers use ultrasound to produce a highly focused beam of sound, making people within their reach feel as if they are wearing headphones, listening to sounds intended for them and them alone.
. . .

This appears to be the first commercial use of such technology on a billboard.

Peter Swimm, a 27-year-old technical support worker at Pando, an Internet startup with offices nearby, was among those transfixed one morning last week. Clasping his shaggy, bearded head, Mr. Swimm peered up at the billboard through the falling snow. “It’s neat,” he said. “With terrifying implications, like all things that are neat.”

. . .

According to Guy Slattery, A & E’s senior vice president for marketing, no special approval from the city had been required for the sonic billboard. And Kate Lindquist, a spokeswoman for the Department of Buildings, confirmed that the city does not regulate sounds emitting from billboards. She added, however, that this particular billboard lacked the permit required for all city billboards.